ProjectsDRIVING SALES FOR SILVERSTONE ON SOCIAL
Whilst being one of the most prestigious names in global sport and an iconic mainstay of the British sporting calendar, Silverstone was struggling to increase ticket sales. It was perceived as too expensive, not family-friendly and having little appeal to fans outside of motor racing. Silverstone asked bbd to draft a 12 month marketing plan that could increase sales revenue, inspire the in-house marketing team and establish new audience opportunities.
Taking ticket sales over the finish line
Services provided:
How do you promote something at someone else’s event for very little cost?
Silverstone wanted to big up the British Grand Prix and sell last-minute tickets in the run up to the race at the Formula 1 London event. The campaign offered the audience a tangible benefit for something they were doing anyway. We targeted those at the event who were caught up in the excitement of posting their pictures to social and encouraged the behaviour with social ads, promo staff and the incentive to win F1 tickets.
By doing this, we gave Silverstone a large share of voice on the day at an event that wasn’t theirs. We also delivered a new engaged audience they could retarget in the following days to sign up for track days, other events and next year’s Grand Prix.
We segmented audiences to appeal not just to motor racing fans, but also festival fans, campers and other lookalike audiences. We then ran a lead generation campaign on Facebook, Instagram and Twitter — as well as driving awareness at a live event in London’s Trafalgar Square.
THE RESULTS
%
INCREASE IN REACH
%
INCREASE IN IMPRESSIONS
%
INCREASE IN CLICKS
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